Customizable eNewsletter Connects With Customers

Maintaining customer relationships is critical to the long term success of any brand. In recessionary times, when purchasing cycles lengthen, it’s even more important to maintain customer connections so when they’re ready to purchase, your brand remains at the top of their list.

Challenge: Help field sales maintain customer relationships during a recession.

Background: Healthcare change was prominent on the national agenda. Customers and prospects were anxious to understand how Toshiba could help them be more efficient and effective, but new rules made it more difficult for sales representatives to call on physicians and healthcare professionals inside a hospital.

Insight: People open e-mails from people they know.

Strategic Approach: Instead of the typical corporate newsletter, create an eNewsletter which could be customized by each sales representative and sent to their customers under the sales reps name.

Tactical Implementation:

Develop the editorial calendar, contract with outside writing resources and produce templates for Insight, a monthly electronic newsletter with standardized content and a customizable column for sales representative comments